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If Ford had even planned this:
OK, we have a great product, a smaller good looking truck that people have been asking for for over a decade, 4 doors, hybrid with great mileage at half the price of our other products.
Now let's sell the base model for under $20,000 - for about five minutes.
Also because this is an economy vehicle people will want the base model hybrid so
let’s only make 15 percent XLs and 35 percent hybrids.
It will be funny when people order the XL hybrid.
If they go the upper level Lariat trim with the luxury package, special edition with AWD, towing package,
blackout package, tremor we can charge them almost as much as an F150.
We'll offer dozens of extras at reasonable prices but not make any of it really available and make
items like mud flaps or floor mats a deal breaker. Cause even though we made rubber tree plantations in South America a hundred years ago we can't source rubber now.
And it will be really funny to offer a hitch (cause it is a truck you know) at a crazy low price of $100 -
then (even though we made steel foundries at River Rouge a hundred years ago) not be able
to source a hunk of metal.
And bedliners and tonneau covers (cause it is a truck) let’s not be able to get those either.
And we’ll rotate these "supply chain constraints" every week.
It will be funny to watch people jump and take things off their truck that were holding them up
LAST WEEK. Eventually all we will have to build is the packages priced at the Ranger.
And while none of those things has anything to do with the chip shortage lets use that too
to restrict our hyped safety feature the copilot 360.
Hey, let’s not even give the XL power mirrors if they don't get the Copilot 360!
And make them get that if they want a manual rear sliding window because that makes sense, right?
But let’s give them a full size spare with that, how's that for confusing?
Oh, hey, a great idea! let's not even put cruise control on the first year XL model!
Make them crack open the steering wheel and jostle the air bags to get the switches in
even though we kind of have to go out of our way to restrict cruise control by putting
different switches in.
We’ll raise the prices after ordering has closed for the first year, that way when we raise the price again when ordering starts for the second year we can say it was only that one price increase from year to year.
Then as we trickle out these vehicles, let’s make them so confused about ordering that
they won't even be sure they have an order. Let every dealer do it their own way.
Use COVP, don't use COVP, do it anyway they want – any deposit or none if they want - then later let’s demand COVP and have them all running back to their dealers to find out if they even have an order after the better part of a year waiting.
Let’s have buyers have to know acronyms like DORA and COVP cause that’s part of the fun of buying a vehicle, isn’t it?
Let’s also trickle out information online so that the “customers” have way more information than the dealers and are frustrated at how little the dealers know.
Let’s make them "roll over" their 2022 orders that we knew we couldn’t make to 2023 but not be automatic and make them come to the dealership and bother the sales people trying to make a living selling F150s and rangers and make it interesting to wonder if their new 2023 order was really done right.
Hey! let’s not even give the 2022 rollovers their trucks until we get out a lot of new 2023 orders!
Let’s push back every date we tell people 3 or 4 times to keep them guessing.
And hey! lets have ordering for the 2024 start before we can even get half the limited 2023 production
out. Hey let’s not even have the third shift started yet then.
We will have the market so tight that used mavericks with mileage will go for $5,000 to $10,000 over MSRP.
With dealers selling ones not picked up for Ranger prices.
What am I leaving out?
OK, we have a great product, a smaller good looking truck that people have been asking for for over a decade, 4 doors, hybrid with great mileage at half the price of our other products.
Now let's sell the base model for under $20,000 - for about five minutes.
Also because this is an economy vehicle people will want the base model hybrid so
let’s only make 15 percent XLs and 35 percent hybrids.
It will be funny when people order the XL hybrid.
If they go the upper level Lariat trim with the luxury package, special edition with AWD, towing package,
blackout package, tremor we can charge them almost as much as an F150.
We'll offer dozens of extras at reasonable prices but not make any of it really available and make
items like mud flaps or floor mats a deal breaker. Cause even though we made rubber tree plantations in South America a hundred years ago we can't source rubber now.
And it will be really funny to offer a hitch (cause it is a truck you know) at a crazy low price of $100 -
then (even though we made steel foundries at River Rouge a hundred years ago) not be able
to source a hunk of metal.
And bedliners and tonneau covers (cause it is a truck) let’s not be able to get those either.
And we’ll rotate these "supply chain constraints" every week.
It will be funny to watch people jump and take things off their truck that were holding them up
LAST WEEK. Eventually all we will have to build is the packages priced at the Ranger.
And while none of those things has anything to do with the chip shortage lets use that too
to restrict our hyped safety feature the copilot 360.
Hey, let’s not even give the XL power mirrors if they don't get the Copilot 360!
And make them get that if they want a manual rear sliding window because that makes sense, right?
But let’s give them a full size spare with that, how's that for confusing?
Oh, hey, a great idea! let's not even put cruise control on the first year XL model!
Make them crack open the steering wheel and jostle the air bags to get the switches in
even though we kind of have to go out of our way to restrict cruise control by putting
different switches in.
We’ll raise the prices after ordering has closed for the first year, that way when we raise the price again when ordering starts for the second year we can say it was only that one price increase from year to year.
Then as we trickle out these vehicles, let’s make them so confused about ordering that
they won't even be sure they have an order. Let every dealer do it their own way.
Use COVP, don't use COVP, do it anyway they want – any deposit or none if they want - then later let’s demand COVP and have them all running back to their dealers to find out if they even have an order after the better part of a year waiting.
Let’s have buyers have to know acronyms like DORA and COVP cause that’s part of the fun of buying a vehicle, isn’t it?
Let’s also trickle out information online so that the “customers” have way more information than the dealers and are frustrated at how little the dealers know.
Let’s make them "roll over" their 2022 orders that we knew we couldn’t make to 2023 but not be automatic and make them come to the dealership and bother the sales people trying to make a living selling F150s and rangers and make it interesting to wonder if their new 2023 order was really done right.
Hey! let’s not even give the 2022 rollovers their trucks until we get out a lot of new 2023 orders!
Let’s push back every date we tell people 3 or 4 times to keep them guessing.
And hey! lets have ordering for the 2024 start before we can even get half the limited 2023 production
out. Hey let’s not even have the third shift started yet then.
We will have the market so tight that used mavericks with mileage will go for $5,000 to $10,000 over MSRP.
With dealers selling ones not picked up for Ranger prices.
What am I leaving out?
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